So, in short, this is doomed to fail. At best, a few testers will have the cart, and a few really desperate people as well. Following that, the clone market will explode with non-restricted versions after it's been reverse engineered. Seriously though, what kind of company would shoot itself in the foot to this extent? Sure, it's 10 games for the price of ~2 official games, but that's it. After being spoiled by Gateway, and even it's clones, no sane person will jump on this product. Just because they're the first ones to offer this on 4.5+ firmwares, doesn't mean that they'll have a safe, dominated market for any real amount of time. The moment the cloners get a hold of the cart, their already numbered days will be cut in half.
In short, 10 games at any one time, per SD, as a limitation of the FPGA's mapping abilities, makes perfect sense. But 10 games total, and then the card is useless for anything but them? Just no. That makes no sense, and is beyond silly, especially when saves can be dumped to the SD card actively after the game is quit, and periodically during play.
Anyway, I hope they enjoy their 15 minutes of fame. It truly will be short-lived, so they'd better enjoy every second of it.